MBA教育中心知识库

摘要

       香包文化源远流长，是传统文化的重要组成部分。如今，香包文化在传承中不断发展，庆阳香包作为其中的代表，其独特的工艺和文化内涵备受关注。目前，庆阳香包产业逐渐形成完整产业链，在政府支持下，积极拓展市场，经济效益日益增长，2023年产值达到7500多万元。与此同时，庆阳香包作为第一批国家级非遗项目，其独特的文化属性创造了巨大的社会效益。在此背景下，重视品牌建设，优化营销策略将为庆阳开辟更加广阔的市场空间和品牌文化影响力。蘭芳香包作为庆阳香包品牌中的一个典型代表，始终秉持“坚持传统、创新发展”的经营理念，从最初的小作坊发展为年产值600万元以上的企业，带动当地农户脱贫致富，取得巨大的经济效益和社会效益。为了让企业取得更大的效益，让品牌走出甘肃，并且辐射到更远的地方，优化品牌营销策略显得尤为必要。

        本文以蘭芳香包作为研究对象。首先从企业营销的角度出发，结合营销策略理论，采用文献资料法、问卷调查分析等研究方法，分析蘭芳香包经营现状，发现蘭芳香包营销策略方面的问题；其次，从政治环境、经济环境、社会环境和技术环境等四个方面对蘭芳香包面临的宏观营销环境进行分析，借助波特五力模型对行业环境进行分析，以及利用SWOT分析法系统评估企业内部优势、劣势，外部机会和威胁，企业可以进一步了解市场环境的变化和消费者需求的变化，为后续制定营销策略提供有力支撑；针对相关的分析成果，本文最终总结出目前蘭芳香包整体营销策略存在产品种类与创新不足，产品成本及定价偏高、销售渠道及范围存在局限、促销手段及效果评估方式单一、员工专业度与创新不足、生产销售及售后流程效率不高、店铺陈列与线上平台展示缺乏吸引力等问题。并结合问题的成因提出可行的营销优化策略及保障措施。

        本文针对蘭芳香包的营销策略进行总结和前瞻性分析，研究成果对蘭芳香包公司的营销策略优化具有现实指导意义，对本地同行业市场营销策略优化具有一定的参考价值。

Abstract

         The sachet culture has a long history and is an important part of traditional culture. Nowadays, the sachet culture is continuously developing in inheritance. As a representative, Qingyang sachet with its unique craftsmanship and cultural connotations has attracted much attention. At present, the Qingyang sachet industry has gradually formed a complete industrial chain. With the support of the government, it is actively expanding the market, and its economic benefits are increasing day by day. In 2023, the output value reached more than 75 million yuan.At the same time, as the first batch of national intangible cultural heritage projects, Qingyang sachet's unique cultural attributes have created huge social benefits. In this context, attaching importance to brand building and optimizing marketing strategies will open up broader market space and brand cultural influence for Qingyang. As a typical representative of Qingyang sachet brands, Lanfang Sachet has always adhered to the business philosophy of "adhering to tradition and innovative development". From an initial small workshop, it has developed into an enterprise with an annual output value of more than 6 million yuan, driving local farmers out of poverty and achieving huge economic and social benefits. In order to enable enterprises to achieve greater benefits and let the brand go out of Gansu and radiate to farther places, optimizing brand marketing strategies is particularly necessary.

        This paper takes Lanfang Sachet as the research object. First of all, from the perspective of enterprise marketing, combined with marketing strategy theory, using research methods such as literature review and questionnaire survey analysis, analyze the operating status of Lanfang Sachet and find problems in Lanfang Sachet's marketing strategy. Secondly, analyze the macro marketing environment faced by Lanfang Sachet from four aspects: political environment, economic environment, social environment and technological environment. Use Porter's five forces model to analyze the industry environment, and use SWOT analysis method to systematically evaluate the enterprise's internal advantages, disadvantages, external opportunities and threats. Enterprises can further understand the changes in the market environment and consumer demand, providing strong support for the subsequent formulation of marketing strategies. In view of the relevant analysis results, this paper finally concludes that the overall marketing strategy of Lanfang Sachet currently has problems such as insufficient product variety and innovation, high product cost and pricing, limitations in sales channels and scope, single promotion means and effect evaluation methods, insufficient professionalism and innovation of employees, low efficiency of production, sales and after-sales processes, and lack of attractiveness in store displays and online platform displays. Combined with the causes of the problems, feasible marketing optimization strategies and safeguard measures are proposed.

       This paper summarizes and conducts forward-looking analysis on the marketing strategy of Lanfang sachet. The research results have practical guiding significance for the optimization of the marketing strategy of Lanfang Sachet Company and have certain reference value for the optimization of marketing strategies of local peers.